Celebrate Like the Captain

The audience for Captain Morgan skewed towards a male demographic. We identified their three loves: friends, football and social media.

The Idea

#CelebrateLikeTheCaptain.

Instigate and reward the most fun goal celebrations by challenging football clubs to perform their greatest goal celebrations and submit them online for the chance to win the ultimate end-of-season football trip to the home of Captain Morgan – the Caribbean.

Implementation

Campaign launch content created with Stjarnan FC – the Icelandic football team who became YouTube sensations with their own unique celebrations.

Engaged 300 amateur football clubs.

Formed a partnership with the PowerLeague to generate grassroots engagement.

“Captain” Wes Morgan made ambassador for campaign, causing a national media storm with his own cheeky celebration on the pitch.